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Discrete Choice Experiments: A Starter Guide
What discrete choice experiments measure, when to use them, and the main steps — attributes and levels, experimental design, piloting, fieldwork and analysis — with pointers to good practice guidance.
PDFUpdated 30 September 2026Preference studies
What's inside
- What a discrete choice experiment (DCE) is and what it can tell you
- When a DCE is the right tool, and when it is not
- Choosing attributes and levels with qualitative work
- Experimental design, sample size and piloting
- Analysis options and how to report willingness to pay and uptake
- Practical points for low- and middle-income settings
Key points
- 01A DCE reveals how people trade off features of a service, product or policy.
- 02Attributes and levels must come from qualitative work with the people who will answer the survey.
- 03Piloting is essential, especially where literacy and numeracy vary.
- 04Follow the ISPOR good practice reports for design, analysis and reporting.
Frequently asked questions
What is a discrete choice experiment?
A survey method in which respondents repeatedly choose between alternatives described by several attributes, such as price, distance and quality. Their choices reveal how much each attribute matters to them.
How many respondents does a DCE need?
It depends on the design, the number of attributes and levels, and the analysis planned. Sample size should be justified at the design stage; the ISPOR reports discuss the considerations.
Can DCEs be used with low-literacy populations?
Yes, with care. Pictures, interviewer administration, fewer attributes and thorough piloting help. Published guidance discusses these adaptations for low-income settings.
Need this done properly?
This guide explains the method. If you would rather have the analysis done for you — with local data, independent quality control and a report you can defend — we can help.
Need this done properly?
Tell us about the decision you need to support. We will propose a scope, timeline and price.